Finwise began in 2012 as a small research project between two friends who were tired of confusing financial advice. What started as a shared spreadsheet of ETF expense ratios and dividend histories slowly became a structured library of plain-language guides, market explainers, and retirement planning tools. Today the site serves thousands of readers each month, but the original goal has not changed: make investing understandable for people who do not work in finance.
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Today
Our editorial team brings together certified financial planners, former fund managers, and tax specialists who have worked through multiple market cycles. We write from experience, not theory.
Dorothy spent fourteen years as a portfolio analyst before founding Finwise. She has guided over 1,200 clients through retirement transitions and now oversees our editorial standards, fact-checking every piece on inflation protection and withdrawal strategies.
Rene teaches behavioral finance at a regional university and has published research on how investors react to market downturns. His articles focus on the psychology of long-term investing and why discipline outperforms prediction.
Erna spent a decade advising pre-retirees on pension drawdowns and superannuation strategies. She writes our retirement income guides, translating complex tax rules into clear, actionable steps for readers aged 45 and older.
Rebecca is a chartered accountant with a focus on personal tax efficiency. She covers capital gains, dividend imputation, and estate planning, helping readers keep more of what they earn without aggressive avoidance schemes.
Brandi holds a doctorate in economics and previously worked at a major index provider. She compiles our ETF comparisons and market data reviews, ensuring every statistic we publish is sourced and current.
Our editorial principles
Every article we publish starts with a question a reader might actually ask. We avoid jargon where a simple sentence works, and when a term is unavoidable, we define it in context. Charts and tables are used only when they clarify a point, never as decoration.
Clarity over clevernessWe do not sell funds, take commissions from brokers, or rank products based on who pays us. Our comparisons look at fees, tax treatment, liquidity, and risk — the factors that affect your net return over decades, not the ones that look good in a brochure.
Independent by designBefore we suggest a strategy, we explain the trade-offs. Dollar-cost averaging works because it removes timing risk, but it does not protect against a falling market. Index funds are cheap, but they track the market down as well as up. We present both sides so you can decide with open eyes.
Trade-offs made visibleOur content assumes you are investing for retirement, a house, or financial independence — not for next week. We write for people who will hold positions for years, which means we care about expense ratios, tax drag, and behavioral discipline more than short-term headlines.
Patience is a strategyFinancial data changes, and so do we. When a regulation shifts or a study is updated, we revise our articles and note the change. Readers can contact us through the support page to flag errors, and we take those reports seriously.
Accountability in printWe would rather publish one thorough guide than ten shallow listicles. Each article is edited for accuracy and readability, and we link to related pieces so you can go deeper without hunting through a search engine.
Depth over volume
A look at the cases, tools, and materials our editorial team has produced for readers at different stages of their investing journey.
Beginner Guide
Comparison
Retirement Planning
Consultation Prep
Service Format